Articles

14.1.2011 Global trends test brands

Sustainability, digital technology and the rising demand for health and wellness products are among the main trends brand owners must address, a study has argued. Consultancy Capgemini and the Consumer Goods Forum identified 12 global themeswhich will impact the trading climate, finding the proportion of people living in cities will climb from 50% at present to 70% in 2050. The "megacities" set to boast a minimum 8m inhabitants include Jakarta, Lagos, Mumbai, New Delhi, New York, Mexico City and Sao Paulo. One potential consequence of this shift is the advent of smaller store formats carrying a limited inventory, alongside necessitating complex logistical solutions. Similarly, the ageing societies of the US, Japan, Western Europe and China indicate marketers need to serve the older audience and meet the preferences of younger demographics in developing nations such as India.

Digitisation is due to exert a profound influence, and more than 2bn shoppers worldwide are forecast to have completed a transaction via mobile phone by 2013, fuelling expectations for a personalised buying experience. In a parallel transition, the web's share of retail sales may reach between 25% and 30%, enhancing the 4% to 15% range today, requiring the creation of business models to satisfy empowered customers.

B.L. 14.1.2011